OOH platform Wrappr has announced LIFT, a campaign measurement and attribution technology for the out-of-home (OOH) advertising industry.
Powered by an exclusive, opt-in mobile location database and a partnership with global data and analytics company Nielsen, LIFT allows brands to tangibly measure the impact of Wrappr’s outdoor advertising campaigns.
Wrappr is a unique outdoor advertising platform aligning brands with a database of screened and surveyed brand advocates that promote them in target geographic markets via branded, wrapped vehicles. This category of OOH advertising has been coined ‘Advocate OOH’.
With LIFT, offline and online brands are able to further track how key metrics (such as foot traffic, awareness, consideration and purchase intent) compare for exposed audiences and unexposed control audiences, allowing them to assess the value of their campaigns and truly justify adspend in an increasingly competitive market.
LIFT’s dataset is collected independently from Wrappr, and remains deidentified, ensuring independence and privacy are at the core of this new technology.
Liam Shaw, co-founder and CEO of Wrappr, said: “The state of advertising in 2022 (confirmed repeatedly by industry research) shows that it’s incredibly hard for brands to be noticed or remembered in market, let alone achieve cut-through with target customer segments.
“Advocate OOH is a rapidly growing category and now with LIFT, brands will be guided by the scientific measurement of their initiatives, as Wrappr becomes the first outdoor media owner to provide full-funnel attribution around out-of-home advertising campaigns.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.